This advertisement also employs one of the three

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This advertisement also employs one of the three common viewing pleasures that all media uses to engage the audience. When deciding a viewing pleasure, companies need to decide which one will be most effective. They could use narcissism, where they physically make the consumer a part of the commercial. They could use fetishism, which deals with people’s obsession with an object or numbers. Finally, they could use voyeurism, which is where the viewer sees something that is illicit or looking into something you normally do not see. Amazon decided to use voyeurism because it gives people the illicit viewing of Alexa users in they’re homes, the Amazon front office, and the celebrity replacements. The illicit viewing that the company uses shows the viewers the lavish lifestyle of these celebrity replacements that you would not regularly see. One example is with Cardi B, with nobody but her closest people would see her picking out a wardrobe. Another example also shows Rebel Wilson bathing in a tub, which no one would see since that is a private time for her. On the opposite side, the commercial shows these average users in the kitchen making food or entertaining guests at a party. The viewers do not know these people at all, and voyeurism lets us peep into their house or events while they are going on. Finally, the voyeurism of the Amazon office lets us see the daily
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workings of one of the biggest digital retailers in the world and a look at the problems the CEO Jeff Bezos deals with. This year’s Super Bowl had so many commercials that appealed to consumers. One that received a lot of praise was the Amazon Echo commercial. The clever tactics like free floating signifiers, meta communication, a fun and hip tone, and famous celebrities helped the company sell and promote the product. The Super Bowl commercial also helped make Amazon’s message clear: Echo speakers are one of the hottest products on the market and deserve to be in every household. Unlike past Super Bowls, they have been able to hit on target markets of all ages by reaching a common ground through every element they used. In the end, Amazon’s ad for the 2018 Super Bowl was not only a groundbreaking success for them, but it will help the company’s expansion in the upcoming year thanks to some clever work in the marketing department of Amazon.
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  • Spring '09
  • Crossett
  • Super Bowl, Super Bowl advertising

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